Seasonal strategies for search marketing

BRIGHT IDEASSTART HERE.

2015 SUMMIT MONTREAL | JULY 29+30

Seasonal Strategies for Search Marketing


©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit

MEET THE SPEAKERS

James StewartAccount Specialist,

Acquisio

Brad GeddesCo-founder, AdAlysis



Seasonal AdaptationThe Curve is Real: Get Ahead

James Stewart

























Thank you!



Have Profitable Holidays Throughout the Year



About Me

Let’s Connect

@bgTheory

in/ewhisper

Founder, Certified KnowledgeCo-Founder, AdAlysisAuthor, Advanced Google AdWords

Brad Geddes



Many Industries Can Take Advantage of Holiday Peaks

• Valentines Day: – Flowers and

chocolate• Super bowl:– TVs, party supplies

• Spring:– Weddings

• July 4th:

– Grills, outdoor cooking

• Labor Day:– Back to school

• Early fall:– Corporate retreats /

personalized items• Halloween:

– Costumes and decorations

• Christmas / Hanukah: – Gift cards, toys,

retail sales



Keyword Changes



Good Keyword Modifiers to Add

Coupon

Discount

Sale

Cheap

Free Shipping

Fast Shipping

Bargain

Inexpensive



Topical Keywords

Christmas gifts for men

Gifts under $20

Men's gifts under $10

Mom Christmas gifts

Father’s day gifts

Mother’s day gifts



Check Your Negatives



Hint: Negative Keyword Lists for Temporarily Disabling Negatives



Ad Changes



Customizers as Placeholders

Event name

Discounts

Prices

Countdown



Stock Your Online Store Window(Cross Sales & Related Products) 50% of orders do not include the product featured in the clicked PLA (adlucent)



Hint: Bid Modifiers Can Hide ‘Benchmark CPC’ & Easily Allow You to ‘Reset’ after Holidays



Ad Text CTR: Coupon vs Delivery

As Holidays Near: Delivery Time Matters more than Discount



When Delivery Isn’t Possible – Users Interest Spikes in Gift Cards



Sitelinks: Use Ad Group Level for Ambiguous Queries

Dress

Women

Evening

Prom

Gifts for Women

Gifts for Men

Gifts for Toddlers



Remarketing



Use Dynamic Remarketing if Possible



Reuse Your Data







RLSA Hints

Use ‘general’ words (Christmas gifts, Gifts for Spouse) only in RLSA campaigns if can’t afford the general words

Increase bids if user was previously on site

Use different promotional ads for RLSA users



Landing Pages



Search Conducted on 7/20/2015



Fails…



Partial Wins… But Scent Was Maintained



Maintain Scent & Gift Buying Guide



Upsell: Up to 60% of Purchase Price



Bonus Tip



Impression Share & Auction Insights are Holiday Gold



AdAlysis & Acquisio

If you want to easily test ads

See winners in Acquisio

Get ad insights

And much more

Please consider AdAlysis

AdAlysis connector is free in Acquisio



If You’re Interested in Learning More

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Contact Brad Geddes http://adalysis.com/contact/

Twitter: @bgTheory

LinkedIN: /in/ewhisper

http://adalysis.com/contact/



Thank you! Questions?

Date post:	18-Aug-2015
Category:	Marketing
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